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For a web page to feature in the index of a search engine
and to achieve a high ranking position for selected keywords
that page has to be optimised in content and encoding.

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Search Engine Optimisation, or SEO for short, has become one of the most vividly discussed issues surrounding successful Internet marketing. There is no question though of whether to apply SEO techniques to web pages or not but many views of how best to go about it. Agreement widely exists that nobody serious about an investment into the development of a web site for promotion and/or information purposes can afford to ignore SEO. Without search engine optimisation, sometimes also referred to as search engine positioning, a web page published on the Internet is almost as useless for reaching target markets as if it was not there at all! --- Why?

Because by now, there are several billion web pages sitting on Internet servers around the world and you still expect your particular ones to be found by someone searching for what you are offering ... this is a needle-in-a-haystack scenario. To make things worse, your average potential customer wants to see your web site address listed amongst the first 20 search results, preferably on result page #1; if it is not there, only your competitors have a chance to win.

Through SEO, search engines are enabled to index web pages properly according to keywords provided with the programming code and to rate the relevance of your visible page content in relation to those keywords.

Only if SEO is done well, can web pages appear in high ranking positions.   To be continued

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